Articles exploring leadership through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
7 articles
Brand marketing can't prove causation. Paid performance can attribute but can't isolate. A/B testing produces the closest thing to causal evidence in marketing. Here's how to use that advantage with your CFO.
Most A/B tests lose. Industry win rates hover around 15-30%, and that's not a failure — it's how experimentation actually works. Here's how to frame win rates for leadership and why a 100% rate should scare you.
A/B test results don't live in a vacuum — they get interpreted, reframed, and weaponized by stakeholders with different agendas. Here's how to build a single source of truth that survives organizational politics.
CRO articles assume unlimited traffic, dedicated teams, and rational stakeholders. The reality is 2-person teams, political overrides, and sample sizes too small for textbook methods. Here's what testing actually looks like.
Map your experimentation career from junior analyst to VP. Learn what skills, experiences, and leadership capabilities define each stage of the journey.
When leaders override data with gut instinct, experimentation programs stall. Learn practical strategies to address results-ignored patterns without burning bridges.
What it means to be an AI-native company in 2026. How to build an AI-first organization from culture to infrastructure to hiring.